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GIRVIN | Strategic Branding & Design | Seattle

GIRVIN | Strategic Branding & Design | New York

GIRVIN | Strategic Branding & Design | San Francisco

Kettle Chips

CRUNCH TIME

As the original draftsman of the “Kettle Chips” hand-lettered logo in the mid 80s, GIRVIN has returned as the design consultant of record for Kettle Brand. GIRVIN coordinated innovation brand summits and product ideation workshops in support of new product development, and has led as packaging strategist. GIRVIN also built merchandising as well as field collateral and environmental graphics applications.

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THE CATALYST

What began as a brand exploration for development of packaging for one product line, Kettle’s baked potato chips, grew into an examination of the Kettle brand as a whole. As Kettle’s story begins: “Kettle had about as humble a start as can be had. Our founder selling natural foods from a van way back in 1978. His original vision: great taste with real, less processed foods, has been our driving ambition ever since. Kettle has always been real people that care about what we do…” GIRVIN worked with the Kettle team to invigorate and infuse the energy of real food ingredients made by real people into the DNA of the brand, expressed in all its packaging and across social media channels.

Kettle Chips

A BOLD VISION
OF FLAVOR

Kettle Brand was in need of an energetic new visual system to support their already established and successful foundational packaging, and to distinguish a clear vision and voice for the brand. The key outcome: bold colors with a strong horizontal motion, reflective of the packaging system, with flavor-forward hand-drawn typography and illustrations.

Vehicle Fleet
Brand Standards Guide

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Kettlebet

With respect to Kettle Brand’s humble artisan beginnings, GIRVIN crafted a custom hand-drawn typeface for use in conjunction with illustrative elements, to generate a unique and authentic feeling.

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PACKAGING

Initially tasked with re-imagining the Baked chips line, the working relationship quickly grew to include designs for a wide range of innovation products including: oven fries, thick and bold, ready-to-eat popcorn, veggie chips, and specialty oils, as well as designing new icons to usher in some of the new flavors for Kettle Brand’s core chip line.

Sustainability infographics

To integrate the new hand-drawn visual system into the already well established chip packaging, GIRVIN created informational illustrations for the back of the packaging, to leverage Kettle Brand’s numerous sustainability initiatives.

Social Media

Kettle came to GIRVIN with a large but unengaged Facebook community. By tapping into the soul of the brand and presenting fans with an authentic and fun voice GIRVIN quadrupled engagement while at the same time adding 700,000 new fans in the first year. Not content to rest on their laurels, GIRVIN adapted their strategy to include the larger more engaged community and expanded the brand presence across Twitter and Instagram. Content for Kettle Social has been shared by countless digital influencers and even featured on national television.

“I remember the conversations we had back in March/April and the challenges we faced to get to our 1MM goal while staying authentic and gaining fans the right way! It’s easy to buy fans, but to cultivate our community the way we have takes a ton of work! Great job!”

Marc McCullagh | Brand Manager | Kettle brand

PROMOTIONAL CAMPAIGNS

In conjunction with Maxwell PR, GIRVIN designed content for many product-centered, multiple front campaigns, from themed flavor mailers sent out to food bloggers, to fully-staged public events. Each campaign begins with a Kettle cultural premise and then expands on that idea to engage and entertain while celebrating the Kettle brand personality.

PROMOTIONAL CAMPAIGNS

In conjunction with Maxwell PR, GIRVIN designed content for many product-centered, multiple front campaigns, from themed flavor mailers sent out to food bloggers, to fully-staged public events. Each campaign begins with a Kettle cultural premise and then expands on that idea to engage and entertain while celebrating the Kettle brand personality.

“Thanks for all your help… you’ve made quite an impression on all fronts—packaging, merchandising, voice.”

Brian Driscoll | CEO | Diamond foods